Social strategy isn't just for the big guys

Big brands chase vitality. Boutique businesses build loyalty. For interior designers, stylists, and planners, success on social media isn’t about reach—it’s about resonance. The smartest creatives aren’t following trends; they’re crafting distinctive voices, showing the real work, and building a client base that sees the value in their vision.

Here's why having a strong social media strategy is important:

• Keeps the brand authentic: Showcase your unique brand to find like-minded clients.
• Displays the process: Behind the scenes experiences show followers the brand's true identity.  
• Keeps followers engaged: Keeping followers engaged trumps increasing follower count any day.

Social media, done right, lets boutique businesses show their process, connect with aligned clients, and grow without selling out.

But what is the "right way" for a small design business to use social media? Visualist asked experts who are mastering how boutique businesses grow online.

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Don't let trends hijack your brand

Social media trends are like fashion: they're always changing. Maximalist decor might turn your feed into a rainbow one week, only to be replaced by minimalist neutrals the next.  And for designers who create a brand out of their own individual style, the chances of their niche matching up to the current trend are slim to none.

Reinventing your aesthetic every time the algorithm shifts? It’s a costly indulgence that rarely pays off for boutique brands. According to Forbes, companies spend about 10% of their marketing budget on the cost of rebranding, and 74% of the S&P 100 companies have rebranded their businesses within the first 7 years of operating. Small businesses aren't afforded the same ability to participate in partial rebranding or brand refreshing to move with trends; the budget needs to be allocated elsewhere.

Trend-chasing erodes the one thing small businesses can’t afford to lose: identity. Without it, your brand starts blending into the scroll.

Clients looking to invest in your work, though, are rarely making the leap based on trend. Using social media to establish a personal and recognizable style creates a more lasting impression on your audience; there is nothing better for a brand than staying true to itself.

"For small business owners in the interior design space, social media isn’t just a marketing tool, it’s their digital storefront, portfolio, and client magnet all in one. More significant than posting gorgeous photos is creating a compelling brand experience. Rather than riding trends, small business owners who succeed on social media platforms such as Instagram, TikTok, and Pinterest do so by being true to their own aesthetic voice. The most successful designers give followers a personal insight into their process of thinking, inspirations, and ways of solving problems by sharing the story behind each project alongside presenting their work."

- Maggie Swift, co-founder and CEO of Unframed Digital and strategy builder for interior businesses.

Process over polish

To continue building brand identity, give the social media audience a more exclusive experience; after all, a brand is much bigger than a portfolio. While before and after posts are a great way to showcase your work, giving followers a look inside the production allows them to get to know the people behind the camera.

Small businesses are in a unique situation: the work we do is fluid. In boutique businesses, everyone wears multiple hats—which makes authenticity easy to show, and impossible to fake; when followers are consuming content, they have a front row seat to the true action. That display room that you posted on Instagram this week? The entire team had a hand in putting it together; show that! Most big firms can't say the same.

 "My Facebook and Instagram accounts are essential for showcasing my design makeovers, generating interest among potential clients, and establishing my brand's distinctive voice. The key to successful social media marketing for design is consistency and authenticity. I don't simply post images of what I am doing, but I post a narrative of what the space can become. My followers aren't looking at a renovated room; they are looking at the transformation process, which builds credibility and makes me an authority in my field."

- Jessica Wright, owner of Cash For Houses Tennessee and specialist in interior design, renovations and gardens.

Jessica Wright uses Instagram to show followers the transformation process of this redesigned home. Credit: Cash For Houses Tennessee.

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"For interior designers, social media is a great way to communicate your brand's ethos and style. It's essential to show the "why" behind your design choices, not just the final product. For example, on our Instagram feed, we often highlight the sustainable materials we use in our products and how they contribute to a greener lifestyle. This approach helps us connect with our audience on a deeper level, building trust over time. Don’t just post content. Encourage conversations, ask questions, and share design tips."

- Jehann Biggs, owner of In2Green and expert in luxury home accessories.

Loyalty > likes

For boutique businesses, 10 deeply engaged clients matter more than 10,000 passive followers. That’s why the smartest designers, stylists, and planners know to ditch vanity metrics in favor of deeper interactions. Engagement—not follower count—is the real currency of success on social media platforms like Instagram, TikTok and Pinterest.

While large firms worry about drawing in new followers, businesses looking to stay small don't need to pay much mind to that number. Rather, look for engagement rate, click-through rate, and conversion rate. A large number of followers doesn't matter if they aren't actually paying attention; focus on increasing the number of times people see content and click the link in your bio instead. Take it one step further: how often is someone seeing your content and taking the desired action? As opposed to vanity metrics, engagement provides a measure for success that is friendly to boutique businesses.

"A key lesson? Consistency and authenticity matter more than follower count. Small businesses thrive on building trust, and showcasing personality—whether through Instagram Stories, Reels, or even LinkedIn case studies—helps establish a strong brand voice. Additionally, leveraging user-generated content, such as client testimonials and project progress updates, creates social proof that attracts new leads. For interior designers looking to grow on social media, the formula is simple: high-quality imagery, compelling storytelling, and active audience engagement. Those elements turn social media from a portfolio into a client-generating machine."

- Kaz Marzo, Operations Manager of Image Acquire and visual storyteller through photography.

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Keep it small; keep it smart.

There’s no one-size-fits-all approach to social media—especially not for boutique brands. And that’s a good thing.

Trying to compete with firms that have 500,000 followers is a losing game. But boutique businesses don’t need mass appeal—they need the right clients. And they already have what the algorithm can’t fake: authenticity. That’s your edge. Use it.

Whether you're showcasing the process, highlighting what sets you apart, or just staying consistent in your visual voice, social media can be a powerful tool—not for scaling bigger, but for scaling smarter.

Staying small means staying true to your brand. And in a sea of sameness, that’s what makes you unforgettable.